Resources  >> ROI now required

About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.

Written by: Vickie Sullivan  |  June 09, 2009

ROI now required

Unless you’ve just splashed down from your trip to the moon, you’ve already heard about the meeting industry’s fight against the public’s (and Corporate America’s) perception of unnecessary lavishness. The good news: watch for a ream of research to promote the value of incentive meetings and customer events. This stuff is always valuable in making your business case. And many times, you can get it for free.

The interesting news: the crackdown on getting full return on investment will not go away soon. Watch for new complicated formulas to emerge. Get clear on your contribution and the value it adds. The more specific towards behavior change, the better.


About Vickie Sullivan

Vickie Sullivan is internationally recognized as the top market strategist for thought leaders, professional speakers and B2B professional service firms. Specializing in brand and message strategies in crowded markets, she has helped thousands of talented people outsmart their competition since 1987.